Farah and Farah

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OVERVIEW:

At just about any time, anyone could be in need of an attorney. For the law firm of Farah and Farah, based in Jacksonville, FL, with several offices in Florida and one in Georgia, a branding campaign that linked the firm to the community was a successful strategy for building awareness and generating leads. The firm found a great way to show its community spirit by partnering with the NFL’s Jacksonville Jaguars as the league’s draft approached (and the Jaguars held one of the top picks).

STRATEGY:

Looking to reach both a general audience of adults age 18 and over as well as sports fans, Farah and Farah’s television advertising focused on ESPN and NFL Network, with additional news and general-interest networks as part of the overall Jaguars-themed campaign. The firm’s digital marketing plan included in-banner video advertising on Xfinity.com and pre-roll video—using the same commercials as its TV advertising—on Xfinity.com and WatchESPN. On the day of the draft, the firm ran a roadblock on the Xfinity.com sign-in page, and the next day, they again blitzed the market with a roadblock on the Xfinity.com sports page, with both in-banner video (at the top of the page) and static banner advertising (at the bottom of the page).

SUCCESS:

The draft scored big for Farah and Farah, as their roadblock delivered more than 138,000 impressions, which led to an “exponential” increase in traffic to the firm’s site.